Real and Yet Professional

One of the ways in which Internet Publishing differs from writing white papers is that successful blogging usually requires that the authors personality can be seen in what is written, while in writing white papers there is a need for more objectivity.

However, sometimes an internet writer lets his hair down too much. The article resembles a stereotypical photo from the 1970s. (I graduated from High School in the 70s, so I am allowed.)

How does an Internet writer show his audience his or her real self while also maintaining a degree of professionalism necessary to developing a good brand?

Chris Brogan wrote "If You Intend to Blog Seriously."